SARS has confirmed that influencers in South Africa must pay tax on all earnings, including free products and perks.
SARS has officially added social media influencers to its taxpayer categories, making it clear that all income must be declared — whether cash, free trips, gifted products, or services. These benefits fall under the Income Tax Act and are taxable.
Many influencers will qualify as provisional taxpayers, meaning they must estimate and pay taxes during the year. SARS says it will support compliance with webinars, videos, and rulings, but stresses that ignorance or payment-in-kind won’t excuse non-declaration.
The move comes as influencer marketing grows and more brand deals bypass traditional tax systems. SARS also aims to close revenue gaps caused by undeclared freebies.
To stay compliant, influencers need to register, track both cash and non-cash income, keep records of deals and gifts, and use SARS resources. Still, some creators argue the rules feel unclear and add heavy admin work, especially when freebies are treated like income.
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